SPANISH STANDOFF ON RADIO Ex-'Vacilon' star Jimenez is ready to take on La Mega

Jan 22, 2007 | 12:00 AM

Luis Jimenez won't be back on New York radio until next January, but he says he understands the mission that awaits him. Beating what he helped to build. For more than a decade, Jimenez co-hosted "El Vacilon de la Manana," the morning show on WSKQ (97.9 FM). When his contract expired last month, it was the city's No. 1 morning show, making it a big reason La Mega has become one of the best-known brands and most powerful stations in the booming Hispanic market. Starting in January 2008 he will host the morning show at rival WCAA (105.9 FM), where the morning show averages 1% of the city audience - to 7.1% for "Vacilon." Numbers like that don't bother Jimenez. "I produced the venom," he says with a laugh. "That means I'm the one who can produce the antidote." Hispanic giant Univision, owner of WCAA, agrees. It reportedly doubled Jimenez's salary, to around $5 million a year. He doesn't comment on numbers, but he is one of many Hispanic radio hosts who have been saying for years that as Hispanic radio becomes a major media player, it has to better compensate its air talent. "Several deejays have come up to me and said thanks," says Jimenez. "Because what I got will help them, too. It's time Hispanic hosts got what they're worth." His deal syndicates his radio show nationally, starting soon in cities like Los Angeles and Dallas, and includes "TV opportunities," though that doesn't necessarily mean telecasting the radio show. "I've had many offers to simulcast," he says. "But it always looked too much like what [Howard] Stern did. We had enough of those comparisons already." The reach of Univision's TV stations is a big plus, in any case, and his first joint project with Univision is promoting the DVD of last year's film "El Vacilon: the Movie" - for which Jimenez and Moonshadow will do an in-store signing Jan. 30 at 6 p.m. at f.y.e., Sixth Ave. and 51st St. "But I'll never quit radio," says Jimenez. "It's radio I love. When I'm 90, I'll be broadcasting from a little studio in my basement. These other projects are all built on radio." He brushes aside the radio-biz debate whether a show that's had a strong Dominican and Puerto Rican listener base in New York can appeal to the more heavily Mexican and Central American Hispanic audience in, say, Los Angeles. "The Mexican shows do a great job," Jimenez says. "But I think there's room for us, too. Humor is humor. We've never appealed to just one group." One thing he's doing now is replacing several "El Vacilon" team members who stayed at La Mega. "Those guys did what they think is best," shrugs Jimenez. "I built from zero last time and I can do it again." One associate he'd probably like to have is Moonshadow, and the feeling reportedly is mutual. But "he's still under contract," notes Jimenez, "so I can't solicit him. I love working with Moon, but it's all up to him." Jimenez says he takes good memories away from La Mega. "I had the best times of my life there," he says. "It's amazing what we did there." He also says "I honestly don't know" whether he came close to re-signing. "My agent handles all that," he says. "I need to focus on comedy. If you put business things in front of me, I go crazy." This is the second straight year the city's top-rated morning host has left, following Stern's move to Sirius Satellite last year, and this again could reshuffle the market. Officials at WSKQ, while declining any official comment yet, say they wish Jimenez well and express confidence La Mega and "El Vacilon," which has been continuing with Juan Carlos and Frankie J, will still dominate Hispanic morning radio. Jimenez says wait and see. "I love a challenge," he says. "I've always loved a challenge." dhinckley@nydailynews.com